Our story

Boys don’t cry!

Girls don’t play football!

Stereotypes established over centuries tell us behaviour expected of girls and boys. Images enacted in popular culture and endorsed by media repeatedly dictate conformity to these labels.

Our children end up constantly measuring their place in the world basis these expectations. What happens when our children’s TV shows, clothes, bags and toys all feed gender stereotypes that tell girls to focus on their appearance and boys to be aggressive for social success?

We let our children conform to gender stereotypes that limit their creativity, ambition and individual expression. We let them forget that boys are sensitive too; and yes, girls can play kickass football (and whichever other sport they wish to play); that between boys and girls there are no winners/ losers; that it is together that they win.

EqualiTee, our awesome new collection of gender-cool merchandise challenges stereotypes we inherited and lets our little boys and girls be whoever they wish to be

Come along.

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Our Themes

Activity - Together we win

Our Activity theme promotes this wholesome idea that together boys and girls win. The pyramid shows how in play, and in problem solving, boys and girls scale new heights through equal participation. By encouraging our children to make friends of the other gender, we help them actively combat biases that stem from segregation.

Creativity - Own your dreams

Our creativity theme showcases a world where boys and girls script their dreams not basis social expectations but their own imagination. By exposing our kids to ideas and images that break stereotypes, we help them expand their horizon, of play now, and of life choices in the future.

Opportunity - Chase your heart

How do boys know that they’re awesome at cricket, football, skating, running, jumping? They know because they’re gifted bats and balls, ropes and skates before they can even walk. By age 14, girls drop out of competitive sports at twice the rate of boys in absence of positive role models and due to gender-related social stigma. We need to change that. The Opportunity theme for girls and boys who don’t play for the gallery. Instead, they play their full potential.

Equality - let's make an equal world

Our classic Equali-Tee brings alive all the common qualities that bind our entire collection – boys and girls coming together, as friends, and collaborators; as play-mates and problem solvers; as respectful and caring individuals. Together we make an equal world. Welcome positivity, growth and partnership into your kids lives with this classic.

Sensitivity - Boys can laugh and cry

‘Boys are tough and girls are kind’.

These myths limit us in seeing and encouraging all that could be sensitive and nurturing in our boys and all that could be fierce and awesome in our girls.

Our Sensitivity theme of t-shirts celebrate that boys are as capable of being caring and kind as girls. By teaching our children the value of being sensitive, we can help them build a world of healthy relationships.

Returns & Refund Policy

For Apparel: Given the need to maintain optimum hygiene we do not accept returns, except in case of any manufacturing defects. In case of an incorrect size being delivered, you can request exchange of your item, within 7 days of receipt, with another piece of the same design & colour in the originally bought age group.